Google Marketing Live 2026

Google will hold its biggest annual advertising event — and this year, the changes coming down the pipeline aren’t incremental tweaks. They’re structural shifts in how Google Ads works, how consumers discover products, and how businesses will need to show up across Search, YouTube, and Google’s expanding AI surfaces.

Google Marketing Live 2026 is free, virtual, and open to anyone. Register at googlemarketinglive.com and tune in on May 20, 2026 starting at 8:45 AM PT. The agenda runs about two hours: a pre-show segment, the main Product Innovation Keynote (9:00–10:30 AM PT), a brief Google Ads Impact Awards wrap-up, and a new Ads Decoded Live podcast recording where product leaders break down the day’s biggest announcements.

Live captions and American Sign Language translation are available. On-demand content will be posted after the event.

Google Is Rebuilding Ads Around AI Agents

Google has been telegraphing a clear direction since Vidhya Srinivasan’s annual letter in February 2026: the platform is moving into what it calls the “agentic era” — where AI doesn’t just surface information, but actively assists, recommends, and completes transactions on behalf of consumers and businesses.

This isn’t hypothetical anymore. Google launched the Universal Commerce Protocol (UCP) in January 2026 with partners like Shopify, Etsy, Wayfair, and Walmart, enabling checkout directly inside AI Mode. That means a consumer can discover, evaluate, and purchase a product without ever visiting your website.

What Google Has Already Announced

Google has been dropping announcements throughout early May in what industry observers are calling its “pre-GML disclosure cadence.”

Measurement and Data (May 5–6, 2026)

  • Data Manager Map View — A new visual interface showing how your data flows from platforms like BigQuery, HubSpot, Shopify, and Google Drive into your campaigns. This is Google making first-party data management accessible to non-technical teams.
  • Google Tag Upgrade — A no-code visual setup flow for upgrading your existing tags. No new tags required. Google is essentially bringing Google Tag Manager functionality to everyone.
  • Meridian GeoX — A new geo-experimentation tool for measuring incrementality by region. Open-source codebase, designed to integrate with Google’s Marketing Mix Model (Meridian). Testing begins later this year.
  • Meridian Studio — A managed environment for building and running complex marketing mix models without needing a dedicated data science team.

Bidding and Budgeting (May 7, 2026)

  • Journey-Aware Bidding — Currently in beta for lead generation. If you track the full lead-to-sale journey, your Target CPA campaigns can now learn from both biddable and non-biddable conversion goals simultaneously. This is significant for service businesses where a form fill is step one, but a booked appointment is what actually matters.
  • Smart Bidding Exploration — Expanding from Search-only to Shopping and Performance Max campaigns with product feeds. This lets Google’s algorithms explore queries beyond your current targeting — Google’s version of “trust us, we’ll find conversions you’re missing.”
  • Demand-Led Pacing — Coming to Search and Shopping. Instead of static daily budgets, Google will automatically adjust spend pacing based on real-time demand fluctuations, staying within your monthly limits.

Event Summary

Google Marketing Live isn’t about chasing every new feature. It’s about recognizing the direction Google keeps rewarding and making sure your business is positioned to benefit from it.

Transition from WHOIS to RDAP

The WHOIS protocol, a decades-old mechanism for querying internet domain registration data, has been formally sunset for generic top-level domains (gTLDs) as of 28 January 2025. Its replacement, the Registration Data Access Protocol (RDAP), was developed by the Internet Engineering Task Force (IETF) and mandated by the Internet Corporation for Assigned Names and Numbers (ICANN) to address longstanding deficiencies in security, standardization, and regulatory compliance. This article examines the architectural differences between WHOIS and RDAP, the regulatory and technical drivers motivating the transition, the tiered access model RDAP introduces, and the practical steps required for developers and security practitioners to migrate existing workflows. [1][2][7]

I. Introduction

Since its inception in the early 1980s, the WHOIS protocol has served as the primary mechanism for querying registration metadata associated with domain names, IP address blocks, and autonomous system numbers. Operating over TCP port 43, WHOIS delivers unstructured plain-text responses containing registrant contact information, administrative and technical contacts, associated name servers, and key lifecycle dates. [5][6] Despite its widespread adoption by cybersecurity teams, brand-protection professionals, and network operators, WHOIS has accumulated a series of structural weaknesses that have grown increasingly untenable in the context of modern internet governance.

These weaknesses include the absence of a standardized response schema across registries, no native support for encrypted transport, limited internationalization, and an inability to natively enforce differentiated access policies required under contemporary privacy legislation such as the European Union’s General Data Protection Regulation (GDPR). [4][5] Recognizing these deficiencies, ICANN and the IETF collaborated to develop RDAP as a standards-compliant, API-first successor. RDAP was mandated for ICANN-accredited registries beginning in August 2019 and became the sole required Registration Data Directory Service (RDDS) for gTLDs on 28 January 2025. [1][2][3]

II. Protocol Architecture: WHOIS vs. RDAP

A. WHOIS

WHOIS operates as a simple request-response protocol over a raw TCP connection. A client transmits a query string to port 43 of a registry or registrar server, which returns a free-form text block. The absence of a defined schema means that response formats vary substantially between operators, creating challenges for automated parsing and downstream data integration. [5] Furthermore, the plaintext nature of the protocol exposes query traffic to interception, and no authentication layer exists to restrict or differentiate access based on requestor identity. [4][5]

B. RDAP

RDAP is implemented as a RESTful web service operating over HTTPS, which provides transport-layer encryption for all queries and responses. [6][4] Responses are serialized in JSON conforming to schemas defined in IETF RFC 7483 and related specifications, enabling deterministic parsing by client applications. [8][4] The protocol also natively supports Unicode (UTF-8), allowing accurate representation of internationalized domain names (IDNs) and multilingual contact records—a capability absent in WHOIS. [9][4]

RDAP employs a bootstrap mechanism in which a client first consults an IANA-maintained bootstrap registry to discover the authoritative RDAP endpoint for a given top-level domain. The client then issues an HTTPS GET request against that endpoint (e.g., https://<registry>/rdap/domain/<name>) and receives a structured JSON object containing domain status codes, registrar details, name server records, and—subject to applicable access controls—registrant contact information. [3][4]

III. Drivers of the Transition

A. Security and Privacy

The enforcement of GDPR beginning in May 2018 fundamentally disrupted the WHOIS model by prohibiting the unrestricted publication of personally identifiable information (PII) in registration records. Registrars operating in GDPR-applicable jurisdictions were compelled to redact contact data from WHOIS responses, diminishing the protocol’s utility for abuse investigation while creating inconsistency across the global registration data ecosystem. [4][5] RDAP addresses this tension through a tiered access model (detailed in Section IV) that permits differentiated data disclosure based on authenticated requestor identity, enabling regulatory compliance without wholesale data suppression. [8][1]

B. Standardization and Interoperability

The lack of a canonical WHOIS response format necessitated bespoke parsing logic for each registry queried, a maintenance burden that compounded across large-scale domain monitoring and threat intelligence pipelines. [5] RDAP’s JSON schema standardizes the structure of all registration data responses, substantially reducing integration overhead and improving the reliability of automated tooling. [8][4]

C. Internationalization

WHOIS was designed in an era of ASCII-centric internet infrastructure and lacks native support for non-Latin character sets. As the adoption of internationalized domain names has expanded globally, the inadequacy of WHOIS for representing multilingual registration data became increasingly apparent. RDAP’s Unicode support resolves this limitation, improving equity and usability for non-English-speaking registrants and operators. [9][4]

IV. Tiered Access and the Registration Data Request Service

A defining feature of RDAP is its support for differentiated access to registration data based on requestor authentication and authorization. [8][1] Under this model, unauthenticated public queries return a limited dataset comprising domain status codes, name server assignments, and registration and expiration dates, with registrant contact information redacted or replaced with anonymized identifiers. [4][1]

Authenticated entities—including law enforcement agencies, intellectual property protection professionals, and accredited cybersecurity researchers—may request access to non-public registration data through ICANN’s Registration Data Request Service (RDRS) or through registrar-specific authentication procedures. [10][1] This framework reconciles the competing imperatives of operational transparency (necessary for abuse mitigation and network security) and personal data protection (required under applicable privacy regulation), a balance that WHOIS was structurally incapable of achieving. [1][4]

V. Practical Implications for Developers and Security Practitioners

A. Query Interface

RDAP is accessible via standard HTTP clients against endpoints conforming to the RDAP specification. ICANN maintains a public lookup interface at lookup.icann.org, and several open-source command-line RDAP clients are available for scripted workflows. [1][4] Because RDAP responses are valid JSON, existing toolchains that consume REST APIs require minimal adaptation to integrate RDAP data. [8][4]

B. Migration Considerations

Organizations operating WHOIS-dependent infrastructure should prioritize the following migration activities. First, existing text-parsing logic targeting WHOIS responses should be replaced with JSON parsers consuming RDAP output; the structured schema eliminates the fragility inherent in regex-based WHOIS parsing. [8][4] Second, query dispatch logic should be updated to perform RDAP bootstrap lookups against the IANA registry before issuing domain queries. [3][4] Third, where authenticated access to non-public data is operationally necessary, teams should evaluate the ICANN RDRS enrollment process or engage with registrar-specific authentication mechanisms. [10][12]

It should be noted that while WHOIS is no longer required for gTLDs, some registrars may continue to expose legacy WHOIS endpoints for a transitional period. [9][1] Practitioners are advised not to design new systems against WHOIS, as its continued availability is not guaranteed and is expected to diminish as registrars decommission legacy infrastructure. [6][1]

VI. Conclusion

The formal deprecation of WHOIS as the mandated RDDS for gTLDs marks a significant inflection point in internet governance and registration data infrastructure. RDAP represents a substantive architectural improvement: its use of HTTPS ensures transport security; its JSON schema enables deterministic, language-agnostic parsing; its Unicode support extends usability to global registrant populations; and its tiered access model provides a principled framework for reconciling transparency with privacy. [4][1]

For developers and security teams, the transition is both an operational necessity and an engineering improvement. The migration from brittle text-parsing pipelines to standards-compliant JSON API integration is a net simplification, and the tiered access model, once navigated, provides more reliable and consistent data access than the ad hoc redaction practices that characterized late-stage WHOIS deployments. [11][8] Organizations that have not yet initiated migration should regard 2026 as the point at which WHOIS dependency shifts from a legacy accommodation to a documented technical debt requiring remediation.. [1][5]

References

  1. Internet Corporation for Assigned Names and Numbers (ICANN), “ICANN Update: Launching RDAP, Sunsetting WHOIS,” Jan. 27, 2025. [Online]. Available: https://www.icann.org/en/announcements/details/icann-update-launching-rdap-sunsetting-whois-27-01-2025-en
  2. Internet Corporation for Assigned Names and Numbers (ICANN), “Registration Data Access Protocol (RDAP),” ICANN Registry Operators Resources. [Online]. Available: https://www.icann.org/en/contracted-parties/registry-operators/resources/registration-data-access-protocol
  3. Internet Corporation for Assigned Names and Numbers (ICANN), “RDAP Pilot,” icann.org. [Online]. Available: https://www.icann.org/rdap
  4. S. Pfeiffer, “Registration Data Access Protocol (RDAP): The Modern Replacement for WHOIS,” Bluehost Blog, 2024. [Online]. Available: https://www.bluehost.com/blog/registration-data-access-protocol/
  5. HostGator Staff, “RDAP Is Replacing WHOIS: What You Need to Know,” HostGator Blog, 2025. [Online]. Available: https://www.hostgator.com/blog/rdap-replacing-whois/
  6. IONOS Editorial Team, “WHOIS Sunset: The End of an Era,” IONOS Digital Guide, 2025. [Online]. Available: https://www.ionos.com/digitalguide/domains/domain-news/whois-sunset/
  7. RDAP.org, “About RDAP,” about.rdap.org. [Online]. Available: https://about.rdap.org
  8. Novagraaf, “WHOIS Has Been Replaced by RDAP: How Do the Two Systems Compare?,” novagraaf.com, 2025. [Online]. Available: https://www.novagraaf.com/en/insights/whois-has-been-replaced-rdap-how-do-two-systems-compare
  9. WebHosting.Today, “WHOIS Is Being Replaced by RDAP,” webhosting.today, Feb. 3, 2025. [Online]. Available: https://webhosting.today/2025/02/03/whois-is-being-replaced-by-rdap/
  10. Privacy Guides Community, “WHOIS Domain Privacy Ending, Replaced by RDAP,” discuss.privacyguides.net, 2025. [Online]. Available: https://discuss.privacyguides.net/t/whois-domain-privacy-ending-replaced-by-rdap/23731
  11. DomainTools, “What’s RDAP and Where Is WHOIS?,” domaintools.com. [Online]. Available: https://www.domaintools.com/blog/whats-rdap-and-where-is-whois
  12. Nominet, “How to Use RDAP,” registrars.nominet.uk. [Online]. Available: https://registrars.nominet.uk/dragon/how-to/how-to-use-rdap/

Back to Basics: Optimizing Our Web Stack

We are always committed to delivering the internet’s best practice solutions that not only meet but exceed the expectations of our clients. Today, SEO Soul is excited to share a significant evolution in our technological journey – the transition from the Rails and Ruby web stack to the ever-popular JavaScript MEAN stack. While we acknowledge that we might be a bit late to this bandwagon, we’re confident that this change will bring substantial benefits to our projects and company offerings.

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Back to Basics Pt. 2

As we look towards the new year and put 2023 behind us, SEO Soul wants to provide an update on the on-going training and skills upgrade we are undergoing internally. Our first training announcement was in June 2021 in our Back to Basics: Our first principles approach to Web Development news post.

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Back to Basics Pt. 1

This post will be the first in a multi-part ‘Back to Basics’ news series where we outline the education, training, and skills upgrade that SEO Soul is undertaking during the COVID-19 lockdown; as the country of Canada gradually begins to re-open and post-COVID.

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